Are you a Gen Xer who feels like brands ignore you?

I remember how in my late teens, 20s, and 30s, it felt like every ad was crafted just for me. Whether it was the latest tech gadget promising to simplify my life or a beauty product claiming to unlock my best self, or life as a mom with young kids, advertisers seemed to have an uncanny ability to understand my desires and aspirations. They had a knack for tapping into the very challenges I was facing, offering up solutions that felt almost tailor-made. It was reassuring to see my needs acknowledged so directly, and it made navigating life’s complexities just a little bit easier.

Fast forward to my early 50s, and it’s like I’ve become invisible to these same brands. Where I once saw ads that spoke directly to me, resonating with my ambitions and dreams, I now struggle to find my reflection in the media. Sure, there are plenty of ads out there targeting “older” folks, focusing on medicines, retirement plans, and health supplements. But these seem aimed at a crowd that’s well into their senior years, not someone like me.

I’m at a point in my life where I have more disposable income than ever before. I’m still full of energy, balancing a vibrant personal life while managing big things like kids in college and aging parents. I’m not ready to slow down; I still have worlds to conquer and dreams to accomplish. Yet, it feels like advertisers don’t see this. They miss that I’m not just interested in planning for the endgame. I’m still living passionately every day and need representation that acknowledges this exciting stage of life.

I look around at my peer group, even folks a decade older than me, and not everyone is preparing for a quiet retirement. Many of these individuals are starting new businesses, moving across the country, exploring new hobbies, embarking on educational opportunities, or even diving into new relationships. Advertisers need to do better to reflect nuances and diversity of consumers ages 50 and above.

This feeling of being overlooked isn’t just about products and services; it’s about feeling seen and valued in a society that often seems to prioritize youth above all else. It’s about longing to see representations of myself and my peers reflected back in the media, celebrating the richness and diversity of life at every age. I want brands to recognize and celebrate this chapter of my life, just as they did when I was younger. Because even though the years may have changed me, my spirit and zest for life remain as vibrant as ever.